IMPACT OF HEALTH TOURISM ON THE GROWTH OF TOURISM NICHES OF KERALA

Dr. Jyothis T. People like to travel to distant parts of the world to see great buildings or other works of art, to learn new languages, to experience new cultures or to taste new cuisine. The purpose of travel may vary with the taste and interest of each person. Tourism destinations have to develop different forms of tourism so as to cope up with the needs of different types of tourists. To excel in the field of tourism a country must develop niche tourism. Optimum utilisation is available tourism resources is possible through niche tourism.


Introduction:-
Travelling has become an easy task with the advancement of technology. Large numbers of people can reach to places of leisure interest with in a short span of time. Currently people are travelling to tourist destinations seeking healthcare. People prefer to take wellness treatment outside their home country where the quality of healthcare is of high standard and the cost is significantly low. They are called health tourists as their main purpose of travel is for healthcare. Here the concept of health tourism emerges as the healthcare providers offer numerous options for touring, sight-seeing, shopping and exploring healthy diets.
Kerala has emerged as the most acclaimed tourist destination in the country. Beaches, warm weather, back waters, hill stations, water falls, wild life, Ayurveda, art forms, festivals and the diverse flora and fauna make Kerala a unique destination for tourists. Kerala has world class medical infra structure and can provide quality healthcare about 10% of the cost of the same procedure in the US or UK. Even on the domestic front, cost of treatment in Kerala will only be about 60% as compared to the cost of other healthcare destinations in India like Mumbai, Delhi and Chennai. If managed effectively, tourism can be an important catalyst for the development of other economic sectors within the state, such as manufacturing, construction and the service industries. It can also help to protect Kerala's primary assets, namely its largely unspoilt natural and cultural environment.

Components of Health Tourism:-
The terms health tourism, medical tourism and wellness tourism are used interchangeably. However, medical tourism is normally used for health tourists taking medical treatment like surgery, hip replacement etc; in multispeciality hospitals. Wellness tourism is related with fitness and alternative therapies for health maintenance and healing. It includes treatment regarding rejuvenation of body, mind and soul through herbal massage, yoga and meditation. Health tourism combines both medical tourism and wellness tourism. For this study health tourism is segregated into nine components.  Medical tourism:-Persons travelling to healthcare destinations for medical treatment like surgery etc; in multispeciality hospitals.  Ayurveda tourism:-Persons travelling to healthcare destinations for taking ayurvedic treatment in hospitals  Dental tourism:-Persons travelling to healthcare destinations for dental treatment.  Eye Care tourism:-Persons travelling to healthcare destinations for seeking treatment in eye care hospitals.  Cosmetic tourism:-Persons travelling to healthcare destinations for cosmetic surgeries.  Spa tourism:-Persons travelling to healthcare destinations for visiting spa resorts.  Siddha/ Unani:-Persons travelling to healthcare destinations for taking traditional medicines.  Yoga and Meditation:-Persons travelling to healthcare destinations for practising yoga and meditation.  Kalari Treatment:-Persons travelling to healthcare destinations for taking treatment from marshal arts masters.

Methodology:-
The main objective of the study is to identify the influence of health tourism on other forms of tourism in Kerala.Questionnaire is used for collecting data from health tourists The size of sample taken for the study is 370 international health tourists who visited Kerala.

Effect of Health Tourism on Other Forms of Tourism:-
Countries offering tourism creates different niches of tourism depending on the tourism resources available in their nation for the optimum use of tourism resources. Niche tourism aims to attract tourists of varying tastes and interest. Niche tourism highlights specific tourism attractions like back waters, beaches, hill stations, farms, cultural and heritage centres, pilgrimage centres, health resorts etc. By highlighting each forms of tourism a destination can attract prospective tourists with different preferences.
Kerala is blessed with almost all forms of tourism resources such as back waters, beaches, hill stations, farms, cultural and heritage centres, pilgrimage centres, health resorts, water falls, festivals etc. Ayurveda and Kerala are synonymous to each other. Kerala is suited for every one even if their preferences and tastes in various forms of tourism vary as they can enjoy different forms of tourism by traveling a short distance.

Different Forms of Tourism Enjoyed by Health Tourists:-
The main purpose of visiting a tourism destination may varies to each tourists but a well developed tourism destination can attract them into other forms of tourism. Health tourism has a positive impact on other forms of tourism as health tourists choosing a healthcare tourism destination based on its tourism resources also. Following Historical places 36.49 9 Source Primary Data Majority of the health tourists had visited back water, beach, farm and eco tourism areas of Kerala during their healthcare tour to Kerala. Only less than 40 percent of the health tourists had visited shopping malls, cultural tourism areas, pilgrimage tourism areas and historical places of Kerala during their healthcare tour.

Desire to Revisit Different Forms of Tourism:-
Niche tourism is successful as it brings more potential tourists to a tourism destination. A tourist visiting Kerala with the main purpose of taking Ayurveda spa therapy can be normally attracted to other forms of tourism. For example if the health resort is situated near back waters an interest to travel in a cruise to enjoy the beauty of back waters may be emerged in the minds of tourists.
By knowing and experiencing tourism destination, a tourist evaluates the destination and decides whether to revisit that destination in the near future. He also determines different niche tourism areas to be enjoyed at the time of his revisit. Following table shows details regarding the interest of health tourists desire to visit different niche tourism areas of Kerala. Health Tourists Opinion about Kerala's Health Tourism:-Satisfied customers are good ambassadors of a product. Therefore, if the health tourists are satisfied with the services received from health tourism providers of Kerala they will strongly recommend Kerala as a health tourism destination to their friends and relatives that will lead to the increased demand of Kerala's health tourism. Following table shows health tourists opinion about Kerala as a health tourism destination.